Question 1

A retailer may experience a decrease in sales over previous periods,a website begins losing traffic,or an advertising campaign does not reach its expected level of awareness.These situations are examples of:

Accepted Answer

These situations are examples of failure to meet objectives, as each scenario describes not achieving a specific goal or expected outcome.

Question 2

The most important step in the marketing research process is:

Accepted Answer

Defining the problem is the most important step in the marketing research process as it sets the foundation for the entire research to be carried out. Without a clear and well-defined problem, the research objectives, plan, and results will lack direction and clarity. Therefore, this step must be given careful attention to ensure that the research is relevant and valuable to the organization.

Question 3

Companies find and identify opportunities in varying ways.Which of the following does NOT represent a proactive way of finding and identifying opportunities?

Accepted Answer

Having an opportunity fall into the company's lap is a reactive way of finding and identifying opportunities. Proactive ways involve actively seeking out opportunities through various strategies such as innovation, employee empowerment, and collaboration with clients.

Question 4

Identifying information sources and types is an important part of the research process because:

Accepted Answer

Identifying information sources and types is important because it helps researchers find relevant and accurate information to help solve the research problem or answer the research question. It also helps to determine the scope and limitations of the research, and guides the selection of research methods and data analysis techniques. The need to determine sample size and decisions about methods of analytics are more specific aspects of the research process that come after information sources and types have been identified.

Question 5

A new use for a product is identified on social media,or those in a target market would like to have a service delivered to their doors.These would be examples of:

Accepted Answer

Identifying a new use for a product or a desire for a service delivered to their doors both represent the identification of an opportunity. This is because they may indicate a gap in the market or a new potential avenue for the product or service to expand into.

Question 6

The term"research design"refers to the research approach used to meet the research objectives.Three widely recognized research designs are:

Accepted Answer

Exploratory research design is used to explore and gain insights into a problem or situation. Descriptive research design is used to describe characteristics and behaviors of a population or phenomenon. Causal research design is used to determine cause-and-effect relationships between variables. These three designs are the most widely recognized and commonly used in research.

Question 7

When managers must make decisions and they have inadequate information,this signals the need:

Accepted Answer

When managers have inadequate information to make decisions, it signals the need for marketing research. Marketing research helps gather relevant data to make informed decisions.

Question 8

Questions must be phrased properly to ________ and therefore can be used to solve the problem.

Accepted Answer

Properly phrased questions can help generate answers that meet the research objectives, which is the main goal of any research project.

Question 9

A research objective should specify:

Accepted Answer

The research objective should clearly specify from whom the information is to be gathered in order to provide a clear focus and direction for the research study. The other options listed are important considerations in research design, but are not directly related to specifying the research objective.

Question 10

What term describes how each sample element is to be drawn from the total population?

Accepted Answer

The term that describes how each sample element is to be drawn from the total population is sample plan. A sample plan outlines the specific method or technique that will be used to select individuals or items from a population for inclusion in a sample. The sample plan should be carefully designed to ensure that the sample is representative of the population, and that the results of the study can be generalized to the population as a whole. Sample size refers to the number of individuals or items that will be included in the sample, sample frame refers to the list or database of individuals or items from which the sample will be drawn, and sampling unit refers to the individual or item that is selected from the sample frame to be included in the sample.

Question 11

The marketing research process begins when a managerial problem or opportunity exists that demands action,but there is not enough information to know how to respond to the problem.This sets into motion a series of tasks that ultimately leads to:

Accepted Answer

Establishing research objectives is the initial step in the marketing research process after recognizing the need for research. This involves defining what information is needed to address the managerial problem or opportunity, guiding the subsequent steps in the research process.

Question 12

To what does the number of elements of the population that are used to make up the sample refer?

Accepted Answer

The number of elements of the population that are used to make up the sample refers to the sample size.

Question 13

The success of a marketing research project depends on properly pinpointing a problem to formulate the:

Accepted Answer

Formulating a clear and specific problem statement is crucial in designing a successful marketing research project. The problem statement helps to guide the research plan, methods, and budget. Without a well-defined problem statement, the research may not effectively address the needs and objectives of the project.

Question 14

The marketing research process contains multiple steps.The first step of the process is:

Accepted Answer

Before beginning any research, it is important to determine whether there is actually a need for it. This involves evaluating whether there are any knowledge gaps or uncertainties concerning a particular market or product that require further investigation.

Question 15

Identification of problems is challenging.What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions?

Accepted Answer

The answer of Identification of problems is challenging.What portion of...

Question 16

________ need to be very clear,since they will determine the methods used and the content of the measurement instrument.

Accepted Answer

Research objectives should be clear and well-defined to determine the methods and content of the measurement instrument. Research instruments, approaches, and design plans can all be influenced by the objectives, but the objectives are the most important factor in shaping a research study.

Question 17

Sometimes problems arise for which marketing research is not the best solution.Which of the following is NOT one of the major reasons that marketing may not be the best solution?

Accepted Answer

Having revenue is not a reason to not conduct marketing research. The other options are valid reasons for not conducting marketing research. A company may not need to conduct marketing research if the information is already available, if the timing is wrong (e.g. if it's too late to make any changes based on the research), or if the costs of conducting the research outweigh the value it would bring to the company.

Question 18

Once a firm decides to conduct marketing research,the second step is to:

Accepted Answer

Before deciding on anything else, defining the problem is crucial in marketing research. This step involves identifying the problem that needs to be solved, determining the information required to solve the problem, and specifying the constraints to be considered. Without a clear understanding of the problem, it is impossible to establish an objective, budget, or research approach.

Question 19

A situation analysis is a form of ________ undertaken to gather background information and data that may be helpful in properly defining the problem decision.

Accepted Answer

A situation analysis is typically a form of exploratory research, as it is focused on exploring and gathering information about the current situation and identifying potential issues or opportunities. The other types of research listed (causal, informal, and descriptive) are more specific and targeted in their approach and may not be as useful in this initial stage of problem definition.

Question 20

The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the:

Accepted Answer

Research objectives clearly state the purpose of the study and the information needed to address the problem. The objectives guide the research design, methodologies, and plan. Therefore, the information about what needs to be gathered and analyzed is contained in the research objectives.

Quiz 3: The Marketing Research Process & Defining the Problem and Research Objectives